IN MARKET INDUSTRY INSIDER X Raising a glass to red meat Here Ellen talks to Feedbackabout her role with MLA. Q: Explain your role with MLA and how you came to a career in the red meat industry? I represent MLA across one of the fastest-growing consumer markets in the world and I love working in this incredibly complicated and diverse region. My remit consists of Southern Asia, Pacific Islands and India and I have a strong team based in Singapore, Indonesia, Malaysia and Vietnam. My role is to be a leader in driving market access, unlocking consumer insights and promoting ‘True Aussie’, making red meat the preferred choice for consumers in emerging markets. I was drawn to the red meat industry for many reasons. One E llen Rodgers is MLA’s International Business being I am incredibly interested in nutrition and health and Manager – Southern Asia and she knows a wellness. Another being that I loved learning about the thing or two about selling premium products to process of vine-to-glass and now I’m doing something similar with paddock-to-plate. Australia produces some of the best discerning Asian consumers. fresh food in the world and I admire the people who help do In the four years before taking on her Singapore-based rolethis as they’re so dedicated and hard working. with MLA, Ellen (pictured) was the marketing manager for Treasury Wines, responsible for growing the wine list anddinner table presence of labels like Penfolds and Wolf Blass. Q: “Working in the wine industry for the past 10-plus yearsWhat are the best parts of your job? was incredible as I was closely connected with growers,I’ve loved connecting with people in the industry and learning vignerons and winemakers and that drew me to becoming about the care and devotion they put into producing the best passionate about working in the food industry,” she said.red meat in the world. It gives me such satisfaction, to see Prior to the Singapore posting, Ellen looked after wine labelsthem doing well in this region and I really feel passionate for leading Australian wineries. about adding value for them and unlocking opportunities. “I’ve had to learn quickly about the differences between theI also love travelling around the markets and understanding the Australian and Southern Asian consumer and to understandconsumer and what drives their purchasing decisions. It’s really the complexity of retailers and foodservice operators in thisfascinating. Every market is different; however, commonalities fragmented environment.” are also evident. South-East Asian consumers are incredibly positive about the future and this is underpinned by a young Despite the fact she’s been in the wine industry for most ofpopulation, rapid urbanisation and growing incomes. Young her working life, this isn’t Ellen’s first role in red meat. Whenurban consumers tend to have a strong appetite for modern, she was eight-years-old, she would help out her grandfathertrendy international cuisines such as western-style steaks, at his butcher shop, Calvert Meat Company, in BrisbaneJapanese-style hotpots and Korean barbecue. – both behind the register and on the Saturday morning sausage sizzle. Q: “I think it’s very funny that I’m back selling meat and I think my Grandad would be very proud,” she said. How do you like to eat your red meat? Living in Singapore, it can be expensive to eat red meat often Ellen Rodgers – so I order it in bulk with my expat friends and have a good E: erodgers@mla.com.au old-fashioned Aussie barbecue. Everyone loves getting a taste of home, however we wash our steaks and snags down with Tiger beers instead of XXXX Golds. ■ 46